{"id":11629,"date":"2019-08-21T16:59:00","date_gmt":"2019-08-21T16:59:00","guid":{"rendered":"https:\/\/preview.prophet.com\/?p=11629"},"modified":"2022-05-27T01:21:12","modified_gmt":"2022-05-27T01:21:12","slug":"aaker-on-subcategory-competition","status":"publish","type":"post","link":"https:\/\/prophet.com\/2019\/08\/aaker-on-subcategory-competition\/","title":{"rendered":"Aaker on Subcategory Competition"},"content":{"rendered":"\n<section class=\"section-content section-dark\" style=\"\">\n    <article class=\"container\">\n        \n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:125px\">\n<p class=\"h5 has-text-color\" style=\"color:#00ffb5\"><strong>VIDEO<\/strong><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:60%\">\n<h1 class=\"h2 has-white-color has-text-color wp-block-heading\">Aaker on Subcategory Competition<\/h1>\n\n\n\n<p>Why be one of many in a crowded category, when you can create one you can have all to yourself?<\/p>\n\n\n\n<p>2 min<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:30%\"><\/div>\n<\/div>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Aaker on Subcategory Competition | Prophet\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/HUMr9rO2EJA?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n<\/div>\n<\/div>\n\n\n    <\/article>\n<\/section>\n\n\n\n<section class=\"section-content section-white\" style=\"background-color: #ffffff;color: #0a0a0a;\">\n    <article class=\"container\">\n        \n\n<div class=\"wp-block-columns prophet-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<h2 class=\"wp-block-heading\"><meta charset=\"utf-8\">Summary<\/h2>\n\n\n\n<p>David Aaker says that brands today should actively search for ways to define new subcategories with unique attributes that cannot be duplicated by competitors.<\/p>\n\n\n\n<p>Learn how to create a subcategory for your brands on Dave&#8217;s &#8216;Aaker on Brands&#8217; blog: <a href=\"https:\/\/prophet.com\/2018\/03\/create-strong-signature-stories\/\">https:\/\/prophet.com\/2018\/03\/create-strong-signature-stories\/<\/a><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<hr class=\"wp-block-separator\"\/>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<div id=\"sidebar-block_61aacf339b8ae\" class=\"thinking-sidebar-wrapper\">\n\n    \n    \n        \n            <div class=\"author-block\">\n                                <h3 class=\"title\">Featured<\/h3>\n                <ul class=\"author-list\">\n                                                <li class=\"leadership-container\">\n                                <a href=\"\/author\/david-aaker\" class=\"leader\">\n                                    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<\/article>\n<\/section>\n\n\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":78,"featured_media":2079,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"thinking_topic":[7],"thinking_type":[19],"thinking_sub_brand":[23],"thinking_capability":[],"coauthors":[31],"class_list":["post-11629","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","thinking_topic-brand-activation","thinking_type-videos","thinking_sub_brand-aaker"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.3 (Yoast SEO v26.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Aaker on Subcategory Competition - Business Transformation Consultants | Prophet<\/title>\n<meta name=\"description\" content=\"Is your brand winning in a distinct subcategory? If not, you&#039;re missing out on a large growth opportunity. Watch the latest edition of the #AakeronBrands video series to learn more about creating must-haves and succeeding in subcategory competition.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/prophet.com\/2019\/08\/aaker-on-subcategory-competition\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Aaker on Subcategory Competition\" \/>\n<meta property=\"og:description\" content=\"Is your brand winning in a distinct subcategory? If not, you&#039;re missing out on a large growth opportunity. 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He\u2019s a recognized authority on branding, has developed several recognizable concepts including the Aaker brand vision model and has received numerous awards for his contributions to the science of marketing. In 2015, David Aaker was inducted into the American Marketing Association Hall of Fame for his lifetime achievements in marketing. In 2020, he was the recipient of the Sheth Foundation Medal for Exceptional Contribution to Marketing Scholarship and Practice. Aaker has authored and published hundreds of articles and 18 books, including Owning Game-Changing Subcategories: Uncommon Growth in the Digital Age, Aaker on Branding: 20 Principles That Drive Success, Brand Relevance, Spanning Silos, Brand Portfolio Strategy, Building Strong Brands, and From Fargo to the World of Brands. His books have been translated in 18 languages and sold over 1 million copies. His words and teaching have offered guidance and inspiration to marketing leadership at many of the world\u2019s leading brands: \"David Aaker has truly given the business world a gift: A highly concise and wonderfully cogent and insightful tutorial on the principles of brand stewardship and leadership.\" ---Joseph V. Tripodi, Chief Marketing and Commercial Officer, Coca-Cola David is an active branding consultant, Professor Emeritus at the Haas School of Business, UC Berkeley and revered speaker and thought leader. He shares insights at conferences and meetings globally, as a LinkedIn Influencer and on his blog at davidaaker.com.","sameAs":["https:\/\/www.facebook.com\/AakerOnBrands","https:\/\/www.linkedin.com\/in\/davidaaker","https:\/\/x.com\/DavidAaker"],"url":"https:\/\/prophet.com\/author\/david-aaker\/"}]}},"lang":"en","translations":{"en":11629},"pll_sync_post":[],"_links":{"self":[{"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/posts\/11629","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/users\/78"}],"replies":[{"embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/comments?post=11629"}],"version-history":[{"count":0,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/posts\/11629\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/media\/2079"}],"wp:attachment":[{"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/media?parent=11629"}],"wp:term":[{"taxonomy":"thinking_topic","embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/thinking_topic?post=11629"},{"taxonomy":"thinking_type","embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/thinking_type?post=11629"},{"taxonomy":"thinking_sub_brand","embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/thinking_sub_brand?post=11629"},{"taxonomy":"thinking_capability","embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/thinking_capability?post=11629"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/coauthors?post=11629"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}